• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 6. The Service Delivery System a... > Production of Marketing Materials

Production of Marketing Materials

While building a strong brand, it is critical to deliver consistent messages about the promise you are making. It’s the franchisor’s responsibility to develop that message. The starting point for this is ensuring that all of the material is built from and remains linked to the initial concept. Remember “Where’s the beef?”[5] Enter that phrase into Google today and you’ll get 1,200 hits. Most are titles of articles criticizing the substance of something. A franchise slogan used 20 years ago has become a part of Americana. To facilitate the process of marketing material development, the marketing department of the franchisor typically engages an advertising and public relations agency. Then, working with a representative group of franchisees, the franchisor develops a marketing theme. This theme is manifested in the production materials. You pay for this activity through contributions to the national advertising fund. The amount contributed is stipulated in the license agreement; it is often a minimum fixed expenditure in addition to a certain percentage of revenues. The production function includes the design and development of print, radio, and television material. The print material includes all newspaper and magazine layouts as well as direct mail materials. With the emergence of the Internet as a viable tool for business development, web media are also classified under the print media umbrella.

Understanding the elements of the media production function can also be used as a tool to evaluate franchises. As a prospective franchisee, you need to do your homework to make sure the franchisor does the necessary production activities and can describe the links between concept development and each form of media and its execution. This kind of due diligence isn’t rocket science. Look at and listen to the advertising, and ask questions of the franchisor.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint